El mercado de la bolsa de valores : motivaciones de inversión en un segmento de mercado

Abstract

The objective of this project is to identify the motivational factors for which young people who are in an age range between 21 and 30 years old and reside in the city of Cali, decide to or abstain from investing in the Stock Market, in order to generate marketing strategies that are aligned with the factors shown in order to increase the young people segment participation. The methodology used was of an explanatory quantitative type, with a simple random sampling focused on 185 people worked in two groups, who represent groups of investors and non-investors of stratum 3, 4 and 5 in the city of Cali; considering as potential clients the population of young adults, university professionals or owners of their own businesses, as well as students who may have an educational profile managing financial strategies who want to generate additional economic income after an investment of capital in financial instruments. Concluding this work by presenting that the main findings demonstrated the presence of negative motivational factors that influence the decision to abstain from investing in the BVC, mainly the lack of knowledge about how to operate the market by 63%; 5 macro strategies are proposed that are based on communication, training, support, relationship and security, which is divided into 9 at the end, and if those strategies are developed by the stock market, the participation of the segment of young people residing in the city of Cali will increase in the stock market